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Unilever has launched a campy Webisode campaign for I Can't Believe It's Not Butter Spray in lieu of TV advertising.
Wednesday, December 21, 2005
eHealthInsurance Gets Animated Over New Marketing Blitz, Contest
By Amy Johannes
Nov 3, 2005 6:03 AM
Insurance is a serious matter, but eHealthInsurance is putting a new spin on the subject using humor, an animated series and an online promotion to drive consumer awareness.
In it's newest campaign, Am I Covered?, eHealthInsurance showcases a series of Webisodes at Amicovered.com that features the Wyndales, a lovable, yet klutzy family with whom all Americans can identify. In the episodes, Percy Wyndale and his family show how humor can make a difference when dealing with insurance.
"With national uninsured levels at 45.8 million, eHealthInsurance looked to
eHealthInsurance is using cartoons and humor to boost awareness about health insurance
Consumers who visit the site can view three Webisodes, play on online game and get insurance quotes. And starting Monday, visitors can enter a contest to design their own animated shorts online. Entrants will create animated shorts based on the Wyndales' characters. The top winner will get the red carpet treatment at their local movie theater, to see his or her short animated on the big screen.
"We want to give people a fun way...to access health insurance," Kevin O'Donnell, president of TrueLight Entertainment, said.
E-mail blasts, p.r. and online materials support. The contest is open to consumers 18 and older and runs through mid December.
Posted by Fabio Gratton at 11:14 AM
Burger King Sponsors New Ad Medium Via iPod
Nov 8, 2005 6:05 AM
Burger King Corp. has found a new use of the iPod in the form of advertising, launching a partnership with Heavy.com to introduce a series of short comedy videos available for download.
Terms were not disclosed.
Under the deal, the QSR is sponsoring Heavy's fall season of "Must Stream TV" for video iPod. The sponsorship marks the first instance in which a marketer is using ad-supported video programs with iPod downloads to reach consumers.
"Customization is the foundation of the Burger King Have It Your Way brand promise," said Gillian Smith, senior director of media and interactive at Burger King Corp., in a statement. "It's great to have a partner like Heavy that continues to be on the cutting edge of entertainment and our sponsorship of the personalized iPod video section reflects our ongoing approach of reaching our consumers through new and innovative targeted platforms."
Heavy is a market leader in broadband programming for 18- to 34-year-old males. It has more than 6 million unique viewers each month.
Apple launched the video iPod last month with a variety of commercial-free programming.
The sponsorship includes shorts created by users of Burger King icons, the costumed King and the QSR's popular Subservient Chicken, according to news reports. Other Burger King-sponsored heavy programming available for iPod downloads includes "Behind the Music that Sucks" with episodes featuring Tupac, Dr. Dre and Eminem.
Posted by Fabio Gratton at 11:12 AM
Motel 6 Targets Consumers Via Podcasting
Dec 20, 2005 6:03 AM
Motel 6 is out with a new ad touting the top six reasons to stay at the chain. Only this time, the brand is streaming its message in its first-ever podcast.
Podcasts are downloadable audio recordings consumers can listen to on a home computer, an iPod or other MP3 player. The Motel 6 podcast, called "Motel 6 Top Reasons to Stay at a Motel During the Holidays," can be downloaded from Accor-na.com.
In the podcast, Motel 6 spokesperson Tom Bodett counts down the top six reasons to stay at a motel instead of staying with relatives during the holidays. One reason Bodett cites is, "you, not grandma's poor circulation, control the temperature."
"Podcasting is a new way for people to gather information based in their own preferences and timing," said Eric Studer, senior VP-marketing services for Motel 6, in a statement. "The podcast format allows consumers an expanded focus on topics or personalities that are not covered in traditional media. It allows us an opportunity to communicate with our existing customers and potential customers in a fun, innovative way."
Accor North America, the parent company of Motel 6, plans to offer more podcasts in the future covering a range of topics, including tips on traveling with your pet, how to plan a road trip and how to participate in hotel franchising.
Posted by Fabio Gratton at 11:10 AM